Study of Consumer Awareness, Needs, and Product Development of Herbal Fermented Fish (Pla Som) in Nong Bua Subdistrict, Nong Kung Si District, Kalasin Province

Abstract

Currently, Thailand is undertaking reforms in all dimensions of development, both economically and socially. The objectives of this research are: 1) To study consumer awareness, needs, and product development of herbal fermented fish (Pla Som) in Nong Bua Subdistrict, Nong Kung Si District, Kalasin Province, and 2) To present strategies the herbal fermented fish product for consumers in this area. The population sample consists of key consumer groups, selected through accidental quota of 65 individuals, divided by age groups as follows: 20-30 years, 31-40 years, 41-50 years, 51-60 years, and 60 years and above, with 13 individuals per age group from 13 villages. These consumers live in the area and purchase herbal fermented fish products. Additionally, key informants include herbal fermented fish entrepreneurs, which comes from random sampling and purposive selection. The research instrument employed is in-depth interviews.

          The research findings reveal that: 1) Consumer awareness – a majority, or 58.46%, are familiar with herbal fermented fish, while 41.54% are not. The age group most familiar with the product is 61 years and above, whereas the 20-30 age group shows the highest unfamiliarity. 2) Consumer needs – there is a desire for development in standardized, clean, safe, and aesthetically pleasing packaging, with a clear logo label. 3) Product development strategies for herbal fermented fish for consumers include product transformation into various forms, such as whole fermented fish, fermented fish fillets, minced/chopped fermented fish, fermented fish paste, and shredded fermented fish. Additionally, strategies for product development involve marketing promotion, packaging, and branding, with the incorporation of technology into packaging. This includes 1) printing technology, 2) material development technology, and 3) information technology.

          Summary of results comparing perception of herbal orange fish/consumer demand for herbal orange fish. Separated by age, it was found that the age group with the greatest amount of awareness of herbal som fish is 61 years old and above. And there is the highest demand for herbal orange fish as well. The age group with the lowest amount of awareness of herbal orange fish is 21-30 years old and has the least demand for herbal orange fish.